Hitmetrix - User behavior analytics & recording

The Email Data That Will Help Marketers Understand Their Mobile First Audiences

Every marketer and brand is struggling with the dilemma of mobile and how to reach consumers with consistent messaging across devices. It’s a brand new world and the evidence is everywhere: People stooped over smartphones waiting in line for coffee, bunched in the elevator, even distracted on dates. By 2017, Cisco has predicted the average consumer will have 5 devices each. With the introduction of each new device, attention becomes more and more fragmented, frustrating marketers that had only just mastered the art of leveraging cookies to target, which doesn’t have the same utility on mobile.

Watching our clients try to tackle these challenges inspired us to dig into our own data to learn more about mobile behavior and its changing relationship with email, so that we could help them understand their audiences in a mobile-first world.

For our latest report, we collected data from an audience of over 90 million people per month appearing across our platform over a 6-month period, segmented it by Gender, Generation and General Interest, and looked at how these different groups open, click and convert on smartphones and tablets. 

The report is called The People Behind the Screens, and what we learned about how people are consuming content on mobile was fascinating:

  • The march to mobile dominance is inexorable:

In 2012, 24% of all emails were opened on mobile devices. A mere 3 years later? Over 50%.

  • Not all devices have the same behavior:

While people open the most on smartphones, the majority engage (meaning click on ads and convert) at higher rates on tablets.

  • Peak mobile engagement times vary by gender:

Women convert (click thru from an email newsletter to content) at at a higher rate on mobile in the late mornings, while Men convert at a higher rate in the late afternoon.

  • People who convert on smartphones look different than everyone else:

Millennials and Health/Fitness buffs are the only segments that actually convert a higher rate on smartphones than tablets. 

  • Baby Boomers are more likely to click, but less likely to convert:

Sure, baby boomers are more likely to click, but Millennials and GenXers convert at a higher rate. Millennials and GenXers would probably be horrified to learn they have something in common, but we don’t have the data to back it up.

The more ways people have to go online, the harder it will be to piece together a real person. After all, cookies barely work in mobile and even when they do, there are technological challenges to accurately mapping cookies from a potential consumer’s phone to their tablet to their work computer, and so on and so forth.  It can feel a bit like trying to put together one of those 3D puzzles with no picture and no guarantee that all the pieces are even from the same puzzle.

All the data in this report is tied to the de-identified email addresses people use to log-into their email across every device they own. So, it’s more like an easy to assemble three-piece puzzle that depicts the person you’re trying to reach across smartphones, tablets and desktops.

Download the full report for free here and move one-step closer to truly understanding your audiences and how to reach them, across every device – some assembly required.

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